M.A. Public Relations
Ric Edelman College of Communication & Creative Arts
Advertising layout and typography; Consumer behavior
Public Relations and Advertising
The purpose of this exploratory investigation is to ascertain the influence layout and design of print advertisements has on consumers and how this influence affects purchasing behavior. This research further examines the difference in design preferences between men and women. Information acquired assists in the understanding of relationships between advertisers, marketing representatives and public relations practitioners and a targeted audience. The research findings support that men and women process advertising differently, that consumers are influenced by visual cues and provides information that is beneficial to better serve and persuade audiences to achieve successful product promotion.
Reighn-Garron, Nancy, "The influence of layout and design on purchasing behavior: examining print advertisements for sneakers" (2011). Theses and Dissertations. 68.